Tubi’s new audience report “The Stream: 2021 Actionable Audience Insights for Brands” makes a compelling case that streaming gives advertisers incremental reach to younger viewers and that Tubi itself is a strong complement to linear TV advertising. The broad industry trends are well-understood: for younger audiences especially, cord-cutting is up, linear viewing is down and streaming is soaring. All of this means advertisers are having a harder time reaching younger viewers.
Specifically, Tubi revealed that 48% of its viewers don’t have pay-TV, contributing to Tubi’s growth to 33 million monthly active users in 2020, with 2.5 billion hours streamed across its 30K titles. Importantly, Tubi’s audience is over 20 years younger on average than linear TV viewers. Tubi said that 80% of its streamers can’t be reached via the top 25 cable TV networks, 68% can’t be reached via other AVOD services, and 64% can’t be reached via Fox, Tubi’s parent. Tubi also noted that 84% of its viewers watch Tubi on a connected TV.
The report highlights a few notable campaigns. One, by Winn-Dixie resulted in almost 80% incremental reach to linear TV. Further 68% of Tubi’s streamers are incremental to other AVOD services; 78% aren’t on Peacock, 71% aren’t on The Roku Channel and 56% aren’t on Pluto TV. Another, by a national insurance brand, decreased ad frequency and fatigue by using Tubi’s Ad Frequency Management tool. Over-frequency was reduced by 366% by AFM blocking 28 million impressions on 10 audience aggregators. A CPG campaign achieved 41% lift in ad awareness, especially for lapsed buyers.
The report also breaks out five different Tubi viewer segments: Younger streamers (11.9 million monthly active users), Families that Stream (11.8 million MAUs), Older streamers (11 million MAUs), Hispanic streamers (5.6 million MAUs) and African American streamers (6.6 million MAUs). For all the segments, Tubi breaks out gender, education, income, top TV series and movies as well as brands most likely to buy.
The report notes eMarketer’s finding that 90% of video ad budgets, or around $66 billion in 2020, still go to linear TV. But advertisers are recognizing that streaming is becoming a more popular way for viewers to consume video. Audience data in the Tubi report, and from other AVOD providers, will no doubt continue to educate advertisers and agencies about why AVOD campaigns provide incremental reach to linear, and are especially critical for younger audiences.
The Tubi report can be downloaded here.
Topics: Tubi TV